We have a client that has built their brand name, over the course of 14 years, online, through their website, social platforms and via paid media, aka digital advertising. When it comes to SEO, they have arrived.
This client is an international community-based resource for expert beauty advice and best of beauty e-commerce.
They are now going off-line and have the opportunity to meet their readers, fans, followers and customers face-to-face. Not at their own event/meet up, but at the counter, at retail.
The objective is to prove that they play a big part in the important beauty purchasing decision process.
This opportunity came available through a new strategic partnership with one of their vendors that sells their beauty products in mass market stores like Target and Walgreens.
The challenge for our client is how to make their online content come alive at the pivotal point of purchase, while proving to the world that they are important part of the consumer’s decision making process.
We know that consumers find our client’s website through search engines like Google. We also know that our client has studied their viewers (1.5 million uniques monthly) by tracking where they go and how long they stay on the site, but the big question is, how will our client do this in store, in person in “real life”. A click to the cart doesn’t look the same in a brick and mortar environment.
Our client believes that their brand can help educate and enlighten their vendor’s potential customers, while persuading them to buy more and buy the right products for them.
So as an online website and retailer, what do you (and our client) need to know about in store shopper engagement?
#1. Recognize the importance of engaging shoppers both visually and physically. This includes a flat screen monitor on the shelf with your website near the products and services you are moving to market.
#2. Use a combination of neuroscience monitoring, eye-tracking, and shopper interviews to determine in-store decision rates and the power of in-store marketing throughout the time spent creating a retail experience.
#3. Don’t forget about the importance of promotional displays.
- Table Space. Setting up a table or branded kiosk gives you the ability to display a limited variety of your products and messages.
- Temporary Stall/Kiosks. These are the kiosks that spring up everywhere from time to time. The sheer flexibility of these temporary stalls/kiosks is that you can set them up in different parts of the store at different times and gain visibility among different types of customers.
- Point of Purchase displays and post purchase marketing collateral to stay relevant with shoppers
The Global Association of Marketing at Retail have been studying the way people shop for quite some time. You can also learn how to turn an in-store experience into a purchase by using a Shopper Gauge. ShopperGauge is an in-store monitoring system that delivers continuous reporting of shopper behavior. You can use it to enhance the shopper experience, to increase store loyalty, to get better ROI on your marketing and merchandising investment, and to improve operations.